Kelly Fisher Honors Advertising Contract

Ready to drink bottle alcoholic cocktail More like TGIF’s but with more flavors like Smirnoff Ice and Mike’s Hard Lower price point College Friendly All-in-one drink Sold individually, in a 6 pack or 12 pack

Mix-Up – Martini glass to represent the product – Dark Purple to symbolize royalty – Silver for sophistication and shine Tagline – Ready. Set. Drink. – The sophisticated cocktail

Individual 8 oz. bottles (packs of 6 & 12) – Party Pack Twist top Filter with flavors (i.e. lime for margaritas) Glass bottles Flavors – Fuzzy Navels – Margaritas – Cosmopolitan – Sea Breeze – Bay Breeze – Screw driver – 7 & 7 – Long Island Ice Tea

Individual bottles Martini glass style Thicker body Screw top lid Filter for extra flavor Bulk Packaging

High quality, expensive mixing liquor Grey Goose Patron Tanguray 10 Hanger 1 Ketle 1

Top 5 mixed drinks requested by females – Mimosa – Mudslide – Margarita – Screw Driver – Rum & Coke

Strengths -Consumers interested in trying new drinks -Convenient -Multiple Flavors & Mixes -Individual Size Weaknesses -Tough competitors with a large market share -Consumers might not like product idea -Challenger Brand Opportunities -Product not really in a dominating segment -Twist Top Threats - More affordable price point

Who is my consumer? Men and women who want a pre-mixed drinks – Slight female skew Demographics – Adults Aged – Nationally

Psychographics – “College Minded” – Want a quick & easy fix – Consumers don’t want to have to buy all individual elements “Its easier. It saves money. Its classier.” – Party-goers & entertainers – Prefer it over beer “It just tastes better. Beer is for when you’re already drunk. Mixed drinks are to get your drunk.”

Behavioral – 1 st Time Users – Repetitive Users – Willing to buy new brands

Cultural Trends – Affordable luxury – Social – Classy & Trendy Conscious – Fashionistas

Flavored alcoholic beverages industry is a $445 million market Alcoholic Consumption in the Home – Total US sales of nearly $80 billion in 2009 – Tapering growth—up a minimal 1.2% from Source: Mintel

The premium distilled alcohol market (products costing at least $60) continues to increase steadily Many are still willing to spend a little bit more on premium products that contribute towards relaxation Source: Mintel

Mike’s Hard Lemonade Smirnoff’s Ice TGIF’s

Mike’s Hard Lemonade – Original – Cranberry – Mango Punch – Pink Lemonade – Pomegranate Strengths -Lots of Flavors -Classic glass bottle -Clean logo & packaging Weaknesses -Difficult to find all of the flavors -Focuses only on men Opportunities -Lots of unique flavors Threats -Always trying new flavors

Smirnoff’s Ice – Raspberry – Apple – Regular – Watermelon – Cranberry Lime – Strawberry Strengths -Single Serve -Strong brand equity Weaknesses - Rarely introduces new flavors Opportunities - Continue to ride on Smirnoff branding Threats -Has large market share -Brand awareness

TGIF’s – Midslide – Margarita – Pina Colada Strengths -Single Serve -Good mix of flavors Weaknesses -Handle size; not necessarily what the consumer wants -Not much awareness Opportunities - Can introduce new flavors Threats -Produces popular flavors

BrandTargetStrategyCommentsCreativeMedia Mike’s Hard Lemonade MenDescribing the drink as bold and strong Fun but just as good as hard alcohol “lemonade for grownups” Guy – focused commercials, like tail gaiting (funny) Smirnoff IceWomenLiving up to the family name (off of the Smirnoff brand name) Clean cut, crisp “Be there” “Chip off the old block” Heavy club scene Point of sale TGIFMiddle Aged People Bigger handles for more in the home Get what you want at the restaurant at home “Add ice. Throw in blender. Start party.” No advertising, use their restaurants to advertise: website & point of sale

Customers indicate that they stick to a single brand when it comes to flavored alcoholic beverages – Majority popular Smirnoff Ice – 35% prefer to drink Mike’s Hard Lemonade 16% say that they would drink something other than the main flavored alcoholic beverage (FAB) suggesting that there is some fragmentation within the market Source: Mintel/Fall 2004 Simmons NCS

Female respondents were more likely to drink FABs – 21% compared to 15% for male respondents. Early days of wine coolers that had fruity, tropical flavors and were positioned more towards a female consumer base, – Modern day FABs carry with them the perceived stigma of being a “feminine” drink. Drinks like Smirnoff Ice, Bacardi Silver, and Jack Daniel’s Cocktails have attempted to counterbalance this perception – Using hard liquor names on their spirits-branded flavored beverages – These drinks are equally as popular among men as among women. Source: Mintel /Fall 2004 Simmons NCS

35% of respondents have either not tried FABs and have no intention of doing so in the future. 24% have tried them and are not planning to purchase them in the future. – Consumers seem to have internalized the notion that the FAB category still consists of the sweet and tropical coolers Both male and female respondents view FABs as the purview of the young and female – An issue with image that the FAB industry is working to move away from. Source: Mintel Opportunity to develop a line beyond sweet beverages, making it a quality product.

19% of respondents drink FABs, which indicates that there is substantial room for growth Consumers continue to look for more interesting alternatives to beer. Some consumers are unclear on exactly what ingredients are found in certain FABs – Education around the composition of “new age” FABs could be in order FABs are also viewed positively as a refreshing summer drink, and there is strong brand loyalty, with a full 48% of users saying that they stick to one particular brand of FAB Source: Mintel

Sales of FABs forecasted to grow 22% at constant 2004 prices from By comparison, from 1999 to 2004, U.S. FDM sales of flavored alcoholic beverages increased 89% at constant 2004 prices. Of the three segments, spirit-branded FABs and lemonades will see the most robust growth—some 44% at constant 2004 prices from As manufacturers continue to target men and update flavors that mirror other popular drink trends, this segment will continue to attract new consumers while maintaining current FAB users Source: Mintel

Move from the “sweet” stigma Position as a cocktail in a glass Educate target on ingredients Reinforce image conscious lifestyles

People by 90% of flavored alcoholic beverages at supermarkets Provides customers with the variety they are looking for as well as a one-stop shopping experience. Source: Mintel

In supermarkets, convenience stores Not in clubs Entertaining => where people shop for everything

To provide the most precise information on DRIVE’s target audience, the following forms of research were conducted: – Personal Interviews – Secondary online research – Quantifiable Data – Qualitative Data

Culture High class, image conscious trend setters Consumer Skewed towards women The sophisticated cocktail Category Flavored Alcoholic Beverages Company Classy, innovative Mix-Up is the only flavored alcoholic beverage that is targeted to females who are interested in a pre-mixed sophisticated cocktail at a decent price.

Mix-Up will be exposed to all the following medium in order to create brand awareness: – Magazines Exclusive in female targeted magazines

– Magazine Placement People InStyle Cosmopolitan